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5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

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5 Tips for Making Your Migration to a New MAP or ESP as Painless as Possible

5-tips-for-making-your-migration-to-a-new-map-or-esp-as-painless-as-possible

You’ve done your research, vetted the solutions, decided on your vendor of choice and signed the contract. Now you have a new marketing automation platform (MAP) or email service provider (ESP) at your disposal. But here comes the difficult part: migrating to your new platform. Not to scare you, but anyone who’s gone through this once thinks twice before changing vendors. It takes time, effort, and…

Read More »

The Honeymoon Effect: New Subscribers Click at a Rate 116% Greater than Existing Subscribers

the-honeymoon-effect:-new-subscribers-click-at-a-rate-116%-greater-than-existing-subscribers

For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it. Here’s a case study showing that new subscribers open at…

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The Honeymoon Effect: New Subscribers Click at a Rate 116% Greater than Existing Subscribers

the-honeymoon-effect:-new-subscribers-click-at-a-rate-116%-greater-than-existing-subscribers

For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it. Here’s a case study showing that new subscribers open at…

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350% Boost in Email List Growth Thanks to Small Changes to the Sign-up Page

350%-boost-in-email-list-growth-thanks-to-small-changes-to-the-sign-up-page

How effective is your online email sign-up? Here’s a case study showing how simple, inexpensive changes to a client’s sign-up page took it from less than a 10% conversion rate to a 45% conversion rate, a 350% boost. Read on to see the issues I identified on their original page and how we addressed them in the revised page that boosted performance. I’ve written about the “honeymoon effect”…

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350% Boost in Email List Growth Thanks to Small Changes to the Sign-up Page

350%-boost-in-email-list-growth-thanks-to-small-changes-to-the-sign-up-page

How effective is your online email sign-up? Here’s a case study showing how simple, inexpensive changes to a client’s sign-up page took it from less than a 10% conversion rate to a 45% conversion rate, a 350% boost. Read on to see the issues I identified on their original page and how we addressed them in the revised page that boosted performance. I’ve written about the “honeymoon effect”…

Read More »

Effective Drip Series Message Maps

effective-drip-series-message-maps

In the last couple of months, I’ve had the privilege of helping a number of companies improve the performance of their email drip series, or multi-effort email campaigns, as they are also called. One consistent weak spot: the message map that drives these campaigns. Here are a few tips… It’s so nice to see email marketers take the leap from single sends to automated drip…

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Effective Drip Series Message Maps

effective-drip-series-message-maps

In the last couple of months, I’ve had the privilege of helping a number of companies improve the performance of their email drip series, or multi-effort email campaigns, as they are also called. One consistent weak spot: the message map that drives these campaigns. Here are a few tips… It’s so nice to see email marketers take the leap from single sends to automated drip…

Read More »

From My Inbox: Gentle Critique with Simple Fixes

from-my-inbox:-gentle-critique-with-simple-fixes

Most of my consulting work is with large organizations, but I really love when I see smaller companies doing big things with the channel. And it also makes me sad when I see smaller companies trying, but not quite hitting the mark. This post is about the latter, with constructive advice for this company (I plan to visit soon so maybe I’ll share it with…

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5 Tips to Optimize Your Email Nurture Series

5-tips-to-optimize-your-email-nurture-series

There is a place for email nurture series at all stages of the prospect journey. This post is based on work I recently did for a few clients; in one case the nurture series was the first outreach to people with little or no relationship with the sender (yes, the list was not opt-in; we talk about that!). These five recommendations address the biggest problems…

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Blast, Harvesting, Purchased Opt-in, Engagement, and Click Rate: Email Vocabulary

blast,-harvesting,-purchased-opt-in,-engagement,-and-click-rate:-email-vocabulary

For some reason, a lot of the people I’ve been communicating with lately are using the term ‘blast’ to describe sending to their email list. It reminded me of this article, which I originally wrote for my ClickZ column in 2011. Enjoy! My mother taught me, from the time I was small, that words matter. In my family, saying “I’ve got to pee” wasn’t an…

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React, Respond, Redirect: Waves of CoronaVirus Emails

react,-respond,-redirect:-waves-of-coronavirus-emails

I’ve been watching my own inbox and advising my clients on how to message via email to their subscribers in this difficult situation. I have seen three ‘waves’ of communications since this pandemic came to the forefront. Which wave is your company in? When will you move to the next? The three waves I’ve seen are: React: this is happening, oh sh*t!Respond: this could be…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

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What’s Up with those Social Media Icons at the Bottom of Your Email Messages?

what’s-up-with-those-social-media-icons-at-the-bottom-of-your-email-messages?

Don’t get me wrong – they’re at the bottom of my email newsletter too. But why are they there? And are they effective? I felt like everyone was including these in the footer of their emails, but in reality that’s not true. An informal and thoroughly unscientific survey of emails from 50 different brands in my own inbox showed that 29 had generic social media…

Read More »

Case Study: a 100% increase in site traffic from email

case-study:-a-100%-increase-in-site-traffic-from-email

You know the ‘conventional wisdom’ that short emails perform better than long ones? It’s not always true. Read on to learn how we dramatically increased traffic from an email to the website by taking a strategic approach to increasing the length of the message. One website, thousands of items for visitors to choose from, a monthly email sent by a partner featuring one item. When…

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Case Study: a 100% increase in site traffic from email

case-study:-a-100%-increase-in-site-traffic-from-email

You know the ‘conventional wisdom’ that short emails perform better than long ones? It’s not always true. Read on to learn how we dramatically increased traffic from an email to the website by taking a strategic approach to increasing the length of the message. One website, thousands of items for visitors to choose from, a monthly email sent by a partner featuring one item. When…

Read More »

Email | Innovations | Summit

email-|-innovations-|-summit

I am honored, excited and, to be honest, a little bit nervous about being tapped to chair the 2020 Email Innovations Summit in Las Vegas, a joint production from Rising Media and Only Influencers. Read on to learn more about my approach to programming the Summit, what you can expect when you attend, where to apply to speak at the event, and how you can…

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Email | Innovations | Summit

email-|-innovations-|-summit

I am honored, excited and, to be honest, a little bit nervous about being tapped to chair the 2020 Email Innovations Summit in Las Vegas, a joint production from Rising Media and Only Influencers. Read on to learn more about my approach to programming the Summit, what you can expect when you attend, where to apply to speak at the event, and how you can…

Read More »

Email | Innovations | Summit

email-|-innovations-|-summit

I am honored, excited and, to be honest, a little bit nervous about being tapped to chair the 2020 Email Innovations Summit in Las Vegas, a joint production from Rising Media and Only Influencers. Read on to learn more about my approach to programming the Summit, what you can expect when you attend, where to apply to speak at the event, and how you can…

Read More »

On Leaving the eec’s MAC…

on-leaving-the-eec’s-mac…

It was with a heavy heart this morning that I resigned from the Membership Advisory Committee (MAC) of the Email Experience Council (eec), and as chair of the eec’s membership and marketing sub-committee (M&M). I hope to continue as a member of the organization. I was a member of the MAC and chair of the M&M for over 3 years. I am proud of the…

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